The Proposal Manager Discovers How To Convert Text to Excel

The Proposal Manager Discovers How To Convert Text to Excel

The fresh mint feel of January hung in the air around the city center. The New Year brought new beginnings complete with brilliant rays of winter sunshine that were not shy of the clouds. The asphalt grey of the street glistened from the reflection of snow; tiny particles of snowflakes stuck to the unsuspecting shoe soles of strangers walking the street.

The Pursuit Of Paperwork 

It was almost like a symphony, a sea of grey coats, grey shoes, and grey trousers moving in a synchronized manner on the sidewalk, filing neatly into urban offices. The long line of men appearing faceless in the distance with the precision of drones that operated around lunch hour and paperwork. If some men gave their lives to the country, these men gave their lives to the pursuit of paperwork.

The proposal manager was free from all that. A figure with a face, a handsome face that even showed promise when introduced to automation for paperwork. The proposal manager clicked around the Professional Document Analyzer. He acknowledged to himself the success the tech solution had with the capture manager, business development manager, and his boss.

A curious thing has happened with another company that used the PDA. They called the proposal manager about an untapped capability that converts Word documents to Excel discovered while configuring IT requirements. In the construction business, this was a big deal. Word documents were incompatible with Microsoft Project therefore the saving of the extra step meant a boost in productivity and efficiency.

Transform Text To Excel To Transform Business Capabilities

The proposal manager knew that this was going to change everything. The ability to take unstructured content and make it structured allowed his team to make content more usable. There was a difference between data that sat neatly organized in repositories and unstructured data left on the page in plain sight waiting to be conquered.

The proposal manager felt empowered by this discovery. It only grew his confidence in the power of the platform. Until recently, OCR was used to convert PDFs to Excel, a somewhat unreliable process depending on the quality of the scan. To his knowledge, the proposal manager was highly sensitive to the tech automation landscape in the country, nothing of this magnitude has come to market.

Powerful Beyond Words 

The PDA was powerful beyond words. For Word to Excel conversion to be successful, there was no need for organizing and separating content with commas. In a few seconds, the PDA converted sentences, paragraphs, and sections of a document into an Excel spreadsheet. Really, this was the most marvelous news to start the new year.

The grey sea of coats thickened as umbrellas punctuated the sidewalk. It was raining, snowing and the sun was still shining through the winter haze. In some ways, the proposal manager was living in the future with automation. A visionary of his time that came back to the basics to recharge. Something fundamental and right that he liked about the simple things of life. The elegance of the snow falling, the curious nature of clouds, and the way that time stopped when such moments were discovered.

4 Reasons Enterprise Automation Fails

4 Reasons Enterprise Automation Fails

What are the common obstacles enterprise companies face in scaling automation?

These days, digital agility has evolved from a Silicon Valley buzzword to a requirement for doing competitive business. For true digital agility to work, a company must scale an initial automation pilot program beyond single departments to the whole enterprise. 

For automation to be effective, it must transform internal operations and remain responsive to external competitive pressures, a difficult dance of flexibility and performance to scale operations. 

Research has shown the shortcomings of enterprise companies in transformational operations. In fact, only 9% of enterprise executives rated their company’s automation efforts as optimal. 

Why? What are the obstacles to successful enterprise-level automation? And can the right tech solution help?

Obstacles To Enterprise Automation 

  1. Poor employees buy-in 

For most companies, automation requires education prior to adoption. While 90% of employees report believing that automation makes their jobs easier, the remaining 10% know little about automation. The problem occurs in that successful automation requires each user to have a deep understanding of department processes subject to automation. Companywide scaling is only possible at the level that each employee and department buys into the process.

  • Depending on legacy technology

Research has shown that a reliance on legacy systems is the second leading reason for companies failing to scale. An investment in technology has an expiration date. A legacy technology that slows down the speed of operations or fails to integrate and communicate with other systems is a liability. The introduction of innovative tech solutions such as the Professional Document Analyzer (PDA) promotes collaboration between departments and reduces manual errors, missed handoffs, and wasted time. 

  • No plan for automation

Another obstacle to scalable growth is a lack of proper planning. Especially, for enterprise-level companies where operations and profits are at a larger scale, planning is key. A proper implementation plan, growth timeline, forecasted ROI, and clear performance metrics tailored to company goals is a recipe for successful automation.

  • Lack of consideration for organization size

When it comes to tech solutions, one size does not fit all. Research has found that smaller companies have a competitive advantage in an automation strategy compared to enterprise-level companies. 

Why does that happen? Small companies have fewer employees and decision-makers fostering more cross-company involvement in buying, implementation, and scaling processes. 

How can enterprise-level companies learn from small scale operations? Enterprise-level companies need to be more thoughtful with their planning and organization, better with employee education and communication, and more efficient at choosing the right tech solution to scale. 

Enterprise Tech Solution 

A tech solution like the PDA is flexible enough to accommodate the diverse needs in planning and implementation for a large-scale operation. The power and customization of the PDA capabilities deliver consistent performance across silos and automates redundant processes that slow down the workflow. Collaboration is easier than ever enterprise-wide.

While it is true that enterprise-level companies have a lot to learn when it comes to successful automation, having the right tech solution in the scaling process can help. 

Employee Spotlight: Fiona May

Employee Spotlight: Fiona May

Fiona May, Director of Marketing Shows the Value of Work Inspired by Purpose 

Nelson Mandela, a man of great principle once said words of wisdom that carried Fiona May, Director of Marketing at Scion Analytics from unique beginnings to shape her professional life.

Mandela said, “It always seems impossible until it’s done.”

When she was young, Fiona and her family fled Sierra Leone in a matter of minutes during a civil war attack. A turbulent and memorable experience that included a year stint in the Gambia before Fiona’s family immigrated to the United States at age 13, in time for her to start 9th grade in Atlanta, GA. Her family’s immigrant beginnings with a few dollars in possession helped shaped Fiona’s appreciation for the value of life. 

A Foundation Of Faith

This reverence for life is woven from the roots of intentionality and faith nurtured by her upbringing. Her parents emphasized the importance of making the right choices for Fiona and her 2 siblings. They were taught to be willing and able to stand by their decisions. To walk away with a clean conscience, an individual must always commit to the greater good. To strive for a structural moral compass that was bigger than the immediate person it inhabited. Fiona was taught the practice of compassion, how her choices would affect other people in life.

A foundation made strong by life experience, a humanitarian heart, and a mission to enhance the experience of life for herself and others made Fiona a force of good in the marketing space. Resourceful, tough, and ambitious, Fiona makes few excuses and empty promises. She moves with purpose.

After graduating with a BA in Communications from the University of Tampa, Fiona has over 16 years of experience in traditional and digital marketing. Fiona started her career at Schifino Lee Advertising working with Fortune 500 clients. The roster ranged from law firms to medical groups include WellCare Health Plans as one of the clients. In 2019, when she returned to Schifino Lee, Fiona worked specifically on the Wellcare account as they expanded market share.  There, she sought to find value in her work by contributing to how the company is helping the community and ensuring that the results of her work put forth value into the world. In 2020, WellCare Health Plans was sold for $17.3B to Centene.

In 2009, Fiona was named by the Tampa Bay Business Journal as one of the youngest recipients of the 30 Under 30 Up and Comers award. That year, she joined Bisk Education as a Digital Media Buyer where she worked with top universities such as Notre Dame, Villanova, and Michigan State University. By the time she left Bisk as a Senior Digital Media Buyer, Fiona used her experience of the team and peer mentorship to build teams and excel in leadership roles.

In 2014, she joined the tech space with ConnectWise as Multi-Channel Digital Media Buyer. The working dynamics of tech made Fiona passionate about empowering women with the necessary skill sets to move forward and grow in the industry. After almost 5 years at ConnectWise, the company was sold for $1.5B in 2019. Fiona then made the entrepreneurial leap to start her own company. During this time, she also began working on a nonprofit dedicated to providing resources for refugee assimilation.

A Mission At Scion Analytics

In 2020, she joined the Scion Analytics team as the Director of Marketing to oversee the operations of the marketing team including a Content Writer, Social Media Manager, SEO Manager, and Multimedia Manager. Her other duties include growing the account base, account management, and building out use cases for the Professional Document Analyzer.

When asked about her role at Scion Analytics, Fiona says “I am excited to create something that at the end of the day enhances how we live our lives on a basic level. It is the simplest solution we did not realize we needed. A tool that enterprise-level companies can use as well as an everyday user. She shares Danny Murawinski, Chief Marketing Officer’s view of the Professional Document Analyzer being similar to the phenomenon of “Excel before Excel”.

As a marketer at the forefront of change, Fiona reflects on the opportunity, honor, and privilege to be part of a team that will shape lives with a tech solution.

Amidst the everyday excitement on the ground floor of a tech solution poised to disrupt the world, Fiona gets back to basics. She fondly remembers her Sunday family dinners in Sierra Leone. She says, “Every Sunday, you cook a lot of food with love and travel to other family member’s houses to deliver the food that we cooked. We make sure every family member is taken care of before we come home and have Sunday dinner.”

4 Neuroscience Hacks To Achieve Your Goals In 2021

4 Neuroscience Hacks To Achieve Your Goals In 2021

So, it is 2021. You have stepped on the scale. Dusted off your Peloton bike. Even got a new organizer app on your smartphone. When the champagne bubbles fizzle and the holiday cheer fades, you are left with the “Current You 1.0”. The current version is disorganized, moody, and stuck in middle management. The vast gap between “Current You 1.0” and “Future You 2.0” is populated by pieces of paper with failed New Years’ resolutions. The “Future You 2.0” looks shiny in comparison with the 2020 edition- fit, organized, and up for a promotion. 

How To Hack Neuroscience 

  1. Know the capabilities of your brain – Neuroscience is not just for science nerds anymore. Popular culture has distilled this complicated discipline into bite-size pieces of information to benefit the curious consumer. On a fundamental brain chemistry level, the amygdala, and the frontal lobe work together to help you reach your goals. The amygdala evaluates the degree to which the goal is important to you. And the frontal lobe defines the specifics of the goal for a powerful and precise combination of goal achievement. 
  2. Leverage the power of neuroplasticity – The term neuroplasticity has captivated scientists in the latest research. The dictionary defines neuroplasticity as “the ability of the brain to form and reorganize synaptic connections, especially in response to learning or experience or following injury”. This is great news because goal setting literally changes the structure of the brain, so it is wired to achieve that goal. As the self-help cottage industry preaches, “if your goals don’t scare you, they are not big enough”. It should be changed, “if your goals don’t rewire your brain, they are not big enough”. 
  3. Be intentional with how you set your goals – has found that “goals affect performance by directing attention, mobilizing effort, increasing persistence, and motivating strategy development”. In other words, goals contribute to the optimal performance of the brain. It is the reason you are unlikely to meet people who changed the world without ambitious goals. Goals that have a strong emotional resonance are more impactful on brain structure than weak goals. Combined with the science behind habit loops and patterns of human behavior, scientists advise those people who want to change to be intentional about it. 
  4. Set yourself up for success- Each person is a collection of habit loops with triggers, behaviors, and rewards. On average it takes 90 days to adopt a new habit by substituting one of the components in the habit loop and reinforcing the behavior. When faced with bridging the divide between “Current You 1.0” and “Future You 2.0”, you are setting yourself up for success by planning deeply personal and emotional goals that can be achieved in small increments by changing one thing at a time.

New Year Brings New Beginnings

2021 is the year you do things differently. It is the year the “Future You 2.0” becomes a reality and not only baptized by a piece of paper but the brain-changing power of goals. 

10 Reasons Why Your Business Needs The Professional Document Analyzer

10 Reasons Why Your Business Needs The Professional Document Analyzer

It is that time of the year. To start fresh with business planning and make it an even bigger year for the bottom line.

The Professional Document Analyzer Is Your Next Tech Solution

  1. It converts Word documents to Excel-This PDA capability will allow you to take unstructured text and parse it by sentence, paragraph, and segment. This is a novel capability with endless possibilities for business performance and the first of its kind in the market. 
  2. Put structure to unstructured data-Using the convert Word document to Excel capability, you can understand untapped data better by organizing it. This gives your business insight and potential into company data left in plain sight. 
  3. Breakdown content to create a project plan- Other possibilities include a quality control plan or a requirements traceability matrix that breaks down into product features. Convert Word documents into Excel format to import into Microsoft Project to save an extra step when drafting project plans.
  4. Shipley Associate templates-The PDA was created with templates from Shipley Associates, the leading authority in federal government contracting. When generating a compliance matrix or navigating FAR codes in a proposal, rely on the gold standard of templates in federal government contracting for guidance. 
  5. The real RACI Matrix-An outstanding feature of the Responsibility Assignment Matrix (RAM) is RACI. The RACI matrix is favored by many businesses for the ability to assign roles during a timeline of a project. RACI stands for Responsible, Accountable, Consulted, and Informed and it makes collaboration across teams and silos better.
  6. AcroSeeker-In a world filled with confusing acronyms, be clear on the definition for your document. A standard acronym dictionary, as well as a customizable option, identifies acronyms with and without names. If compliance for an RFP hinges on the correct usage of acronyms, the AcroSeeker is the capability you need. 
  7. Customizable dictionaries-Not all dictionaries are created equal especially when it comes to verticals such as legal and healthcare. The PDA allows the user to create custom dictionaries that will highlight and identify keywords. Further capabilities include weighted dictionaries which assign value to a word based on configuration.
  8. QC Readability-Struggling with hard-to-read proposals? The QC Readability feature analyzes content page after page for grade-level readability. For an effective message, communication must be concise and clear to engage the reader. Save hours of manual editing and rewrites by using automation to craft a more compelling message. 
  9. Parsing and shredding a document-The PDA is the content analytics platform that analyzes batches of content in an instant. No more death by Excel. No more endless email chains that go where all things internet go to die. No more relying on the lost art of copy and pasting. Step confidently into the new year of content analysis with parsing and shredding. 
  10. Empower the User-It is 2021, the year that with Professional Document Analyzer capabilities, you oversee your business. This is the content analytics platform that empowers the user with customizable and flexible capabilities full of potential, performance, and power.

6 Must-Have Capabilities Of The Professional Document Analyzer

6 Must-Have Capabilities Of The Professional Document Analyzer

Breaking Down The PDA Capabilities

  1. Convert text to Excel – One of the most outstanding abilities of the Professional Document Analyzer (PDA) is the ability to convert a Word document into Excel and break it down by sentence, paragraph, or section. These Excel spreadsheets can be used to generate the Compliance matrix or the RACI matrix for further insight into business operations.
  2. Acroseeker – The PDA has the Acroseeker capability which is useful for finding acronyms with names and even finding acronyms that do not have names. A user can enter an acronym dictionary specific to those documents with undefined acronyms. This allows the Acroseeker capability to be useful to a standard audience as well as a particular industry. For example, “ADA” is an acronym that stands for the Americans with Disabilities Act as well as the American Dental Association depending on the context. As not all acronyms are created equal, the Acroseeker adapts to the industry and document requirements.  
  3. QC Readability – The PDA has QC Readability, a capability that analyzes the grade-level reading level of content. Designed around plain language, QC Readability can analyze the passive voice and complex sentence construction of text making it a helpful tool when writing winning proposals. To get the message across, QC Readability keeps it simple and clear page after page in business communications. 
  4. RACI Matrix- The PDA has presentation tools such as the RACI matrix customizable to the structure of the business. For example, Section C for federal government contracts has requirements like the State of Work (SOW) section of an RFP. It explains what the business must do to win the contract. Likewise, section L is the instructions on how the business must prepare the proposal. Therefore, when generating a RACI matrix, a user can take all the words that were highlighted from the dictionary and point them to an area of the company. For example, a user can configure that whenever the word “design” appears it must belong to engineering in the RACI matrix.  
  5. RAM- The PDA features a Responsibility Assignment Model such as the RACI matrix and Bid/No Bid assessment. This capability can breakdown a word document and parse it out. It could perform all the things associated with generating a proper RACI Matrix. It is highly customizable; a user could add a “support” role to the RACI as well as customer location and use a dictionary that is central to the matrix. 
  6. Dictionaries – The PDA is highly customizable with its dictionary feature. For example, the Ship dictionary is a central dictionary with keywords such as “construction”, “design”, “ship”, “systems”, and “specification” pointed to engineering. The dictionaries are designed for general areas of the company and not every company is going to use them. Other customizations for content analysis include keyword groups and acronym dictionaries that create a subject matter expert as a point of reference. 
  • Shipley Associates template – The PDA was designed in the federal contracting space for automating the RFP process. The design team used the Shipley Associates template in the creation of the PDA. Shipley Associates is the authority on federal government contracting and the PDA is the only tech solution that has Shipley Associates templates. The gold standard when it comes to writing proposals for federal government contracting.

Scale Your Business

These capabilities are just the beginning of a long list of how the PDA can transform and scale your business.

Transform Word To Excel: Powerful Capabilities Of The PDA

Transform Word To Excel: Powerful Capabilities Of The PDA

In the tech landscape, few solutions or capabilities revolutionize business operations. Perhaps, it is a once or twice in a generation paradigm shift for businesses when it comes to improving processes and systems with tech. As the Professional Document Analyzer is integrated as a solution across verticals, new applications for capabilities are discovered. Such a discovery has the power to change the automation and scaling of businesses in a big way.

Parsing A Word Document

Working with a client, the Scion Analytics team discovered how the capability to convert Word documents into Excel can transform the way IT requirements are handled for an enterprise-level business. In fact, there are no current tech solutions that can parse a Word document and PDF and break it down by sentence, paragraph, and section, and put it in an Excel format.

What makes this capability revolutionary is the impact of making unstructured content more structured and thereby more usable to businesses. For example, creating a Requirements Traceability Document or a Work Breakdown Structure (WBS) is intended to give a project plan more structure and assign people tasks for durations. The more structure a project plan has, the more successful it is bound to be in the implementation in the workflow.

What Sets Scion Analytics Apart

Before the PDA introduced converting Word Documents to Excel, optical character recognition (OCR) could use a picture of a text and put it through a scanner to render an Excel spreadsheet. OCR as a capability was not perfect; it depended on the quality of the scan where characters may be blurred or misinterpreted.

Therefore, the PDA having this powerful capability that works with real PDF format or Word documents is a gamechanger when it comes to real-world use cases. For example, developers or testers that rely on Microsoft Project cannot upload a Word Document into that program. When every other program on the market requires the user to put commas to limit the quantity of text being converted. The PDA has no such restrictions and is the only solution that facilitates the import of Excel Documents to Microsoft Project.

The PDA creates efficiency and automation in the workflow as it removes that extra step for users importing content into Microsoft Project. The removal of the extra step could translate into thousands and thousands of dollars of savings in labor costs and project timelines for a business.

The capabilities of the PDA remain to be fully explored by the marketplace and user base. Originally a tech solution for the federal government contracting space, the PDA has matured into a powerhouse tech solution for medium to enterprise-level businesses. The ability of the PDA to instantly parse a document and convert it into an Excel format has limitless implications for the future. The fact that the PDA is flexible and customizable for a specific industry is further proof that the platform must still mature into its full power. It is up to the business to discover the implementation and best practices for the unstructured content that is made structured in the hands of the PDA.

The Business Development Manager Sees The Value Of The PDA

The Business Development Manager Sees The Value Of The PDA

The faint ghost of champagne clicks was still hanging over the city as the New Year made its way on the calendar. Washington DC in the winter had a light dusting of snow on the suits that moved in and out of government offices. The offices still talked about the holiday parties, the dancing, and the gowns, and the way the social calendar peaked at a particular party. The photographs like tokens of stolen festive moments were all that remained on the coffee tables across the city.

After the December fiasco on I-495, the proposal manager swore he would never be around the city during the holidays again. He did not tell his wife that he picked up smoking again or lost the proposal with his team. He figured the new year was a new page, all lost business was forgiven and written off at the cost of experience. He could smell opportunity in the air or was it the city smog, regardless this was the year that he won an RFP for an enterprise-level business.

He decided to meet with the business development manager for lunch at a smart place downtown. Over sandwiches and beer, the men lamented over men they knew in the service together that did not transition smoothly to civilian jobs. Such privilege, they said to have good homes with beautiful wives and business opportunities.

The proposal manager admired the expertise of the business development manager refined over many years of dedication to the sales process. Dressed in a pinstripe grey suit, the business development manager was as smooth as the protagonist of a movie. He made his work seem easy, taking a company’s best competencies and applying them to a customer problem.

After the December fiasco, the business development manager got a new RFI that the company issued to whittle down the list of businesses competing for an RFP.

In this case, the proposal manager suggested the business development manager use the Professional Document Analyzer (PDA) to run a Bid/No Bid assessment.

The business development manager set up the keywords for the Bid/No Bid and had the PDA parse and highlight the RFI. The Bid/No Bid assessment would give the RFI a grade correlated to performance. The question the business development manager was looking to answer with the Bid/ No Bid assessment was: “Can we compete to win this business”?

The proposal manager was pleased when the business development manager saw the value in the PDA to divide and conquer the Bid/No Bid assessment. The business development manager was confident that the PDA gave him the efficiency and tools to make the right decision with empirical data.

The output for the RFI seemed promising enough to warrant a phone call to the issuing company. The business development manager wrapped the telephone cord around his finger as he persuaded the management of the company to put them on the shortlist for the RFP.

This was going to be a great year, after all.

The Power Of The Professional Document Analyzer

The Power Of The Professional Document Analyzer

When a product lives on the edge of innovation, such as the Professional Document Analyzer (PDA), there is an educational component to the adoption of the tech solution. With roots in government contracting, the PDA is poised to transform work processes across silos and industries. And it is only the beginning of a great conversation for the Scion Analytics team with the users of the tool.

A Conversation With The Solutions Director, Len Terranova

As the Solutions Director, Len Terranova explains, “When I see a download, I want to tell the interested user to schedule a demo with me. I promise you, you will see the value of the software”.

What makes the PDA valuable to a user?

Compared to the competition, the PDA is designed with features of the tool that give it flexibility and power. The differentiator that makes the most significant difference is the PDA features that customize the software to your needs.

For example, while major competitors and other companies can do a RACI matrix, the PDA can produce any kind of responsibility assignment matrix even beyond the user’s imagination. The RACI matrix uses keywords to assign responsibility within your organization or area of the company. An organization can select an employee to be responsible, accountable, consulted, and informed for roles in a project using RACI. Furthermore, the PDA allows for several formats of who is responsible for support, often not included in a standard RACI matrix.

Customization Of Document Shredding 

Terranova emphasizes, “If you saw the customization capabilities of the tool, you would see how useful it is and how you can implement it in your company”.

Even more compelling to users is how easy it is to customize features in the PDA. Users are amazed at how much customization you can do in the PDA, without any programming with just a working knowledge of Excel. As an intuitive solution, the PDA supports users at multiple levels of technical aptitude. A welcome relief from the technical complexities of Excel macros and coding.

Word To Excel Capability 

Terranova elaborates on another feature of a PDA that is fundamental in improving workflow. The tool converts Word to Excel by reading a Word document and breaking it down by sentence, paragraph, or section number. It places those sections into separate cells in an Excel spreadsheet.

The power of this feature lies in taking unstructured data and making it more understandable and usable. By organizing content, the tool highlights the keywords that you want to see and breaks them down into logical sections. In gaining structure, the content becomes usable for making business decisions with data previously untapped in repositories.

Shipley Associates Templates 

According to Terranova, another differentiator of the PDA is the compliance matrix with keywords built-in by Shipley Associates. Shipley is the leading experts in government contracting and answering the federal government with proposals. The advantage of Shipley templates and methodology built-in PDA platform is clear- ensures better compliance for proposals in government contracting.

Terranova concludes, “After a demo, prospective clients like the fact that all of our tools are in one place. Many solutions in the industry are not as complete as the PDA. Forcing the user to deal with multiple vendors instead of adopting a holistic solution.”

Does Tech Need More Empathy Marketing?

Does Tech Need More Empathy Marketing?

The lore of Steve Jobs travels much farther than Silicon Valley and Apple storefronts. To some devotees, Jobs was a once in a century visionary akin to Henry Ford and Nicholas Tesla in genius. His predilection for transcending the possible in consumer tech products earned him a place in history textbooks. The world divided before and after Apple launched its products is the world we live in today.

The interesting thing about Jobs is that he was less a technical visionary and much more a brilliant marketer. He had philosophical convictions gleaned from Zen Buddhism and monks infused into the core of Apple. He believed that the personal computer was an extension of the user so much that he termed it a “second self”. “I-Phone”, “I-Pad”- my phone and my pad is technology internalized by the user.

What Is Empathy?

What Jobs intuitively excelled at is incorporating empathy into his marketing. What is empathy? Empathy is the ability of a marketer to share the emotions of the consumer. To feel customer’s emotions as they are feeling them on the buyer’s journey and to connect with and support those emotions at important stages. Much like Jobs prophecy for tech, empathy goes beyond mere understanding between marketers and consumers to the point of a viscerally intimate connection.

Fast Company explores the power of empathy, “Technology used to attract us through specs and features; today it has to enable an experience. Even our perception of what makes a product valuable has shifted, to the point where a brand-new sound system or a dress like the one on the magazine cover is actually less desirable than something with a strong story attached.”

Furthermore, the Content Marketing Institute identified in its research the mistake that B2B tech companies make when marketing to an audience. When 65% of B2B consumers say they get too much marketing content from companies, the issue is not as much the volume of the content as the transactional nature of it.

Whether B2C or B2B tech purchase, at the end of the day the company is selling to people that buy when they are emotionally invested in the product. 

The Power Of Empathy 

Fast Company has found, “This is what’s going to take you from being a seller to a business partner. Empathy creates trust; it creates an experience that is based on more than just a transaction; it moves buyers from being passive and skeptical to engaging with you because they care. And when they care, they are more likely to stand with you, to advocate for you, to create more business, and to be loyal because they have no reason to go anywhere else.”

Jobs knew this too well. For a consumer to adopt to a new product and treat it like a “second self”, the consumer had to trust Apple. Apple developed a level of sophistication in messaging and emotional experiences that created a cult following. A consumer frenzy to experience the Apple brand.

As tech companies grow their marketing departments, the message is clear. Focus less on the volume of sales content and collateral and more on sharing experiences with your consumers that last.